ព្រឹត្តិបត្រស្រាវជ្រាវ (Research Articles)

Title
An Empirical Study of the Determinants of the Intention to Participate in User-created Contents (UCC) Services
Author(s)Saokosal Oum, DongWook Han
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Keywords   Altruism     Perceived encouragement;     Perceived playfulness;     Social identity     Social trust;     Technology acceptance model;     Telepresence     User-created contents  
Abstract

Up to now UCC services have been dominating the majority of the internet traffic, yet the answers to what motivates people to participate in the UCC services still remain vague and unclear. It is the motivation to find these answers that lead to this study. We adopted technology acceptance model (TAM) to our model and examined the effects of external variables—social identity, telepresence, altruism, perceived playfulness and social trust. Data was collected from undergraduate students in Jeonju University, South Korea, who had experience in UCC. The findings showed that social trust and perceived playfulness play a pivotal role in explaining the individual’s behavioral intention to participate in UCC services. Also, perceived encouragement was found to have significant influence on social trust instead of its direct effect on the intention to participate in UCC services. Additionally, social identity and telepresence were the most important factors of perceived encouragement. This implication can help both researchers and Web practitioners to better understand user behavior in UCC context.

JouranlExpert Systems with Applications
Publisher/InstitutionElsevier
Field/FacultySchool of Smart Media
Publication Year2011
Volumn38
Issue-
Pages15110–15121
DOIhttps://doi.org/10.1016/j.eswa.2011.05.098
Recommended CitationSaokosal Oum, DongWook Han(2011). An Empirical Study of the Determinants of the Intention to Participate in User-created Contents (UCC) Services. Expert Systems with Applications, 38, 15110–15121